Study On Internal Management Optimization Of BP’s Dealers Based On Enhancement Of Soft Power

With the rapid development of China’s auto market, the market competition inthe field of auto lubricants becomes increasingly fierce.As an important force of thelubricant brands to participate in the local market’s competition, the strength ofdealers often determines whether a brand can take advantage of the local market. Ascompetition develops with more depth and customers come to a better awareness, thecompetition between dealers is now decided by soft power instead of their scale orfinancial strength. The soft power of a dealer takes a much more important role than itused to be.This paper takes the BP brand’s dealers for example, trying to find out the bestway to enhance the soft power of dealers from a initial optimization standpoint. In thispaper, With the BP Castrol brand’s development in China market, BP’s dealers havealso experienced a process of rapid development, short boards in their business appeargradually, the financial and human resources are no longer mandatory requirements ofdevelopment, which is different from the process of integration in the early phase. It isthe soft power of enterprise system, market management, business philosophy,personnel management, channel control and so on have become important factors todecide the development prospect of dealers. Enhancing the soft power of the dealerhas become an important issue, which not only determines the development of dealers,but also determines the success of the lubricant brand in the local market, so eachcompany has to become more and more systematic, scientific in the dealermanagement process. Enhancing the soft power of dealers has become an importanttrend in the industry on the basis of regular inventory management.We scientifically analyzed the current situation of our dealers and use PDCAmethod to guide the implementation of the process of optimization, which helps usachieved remarkable results.